This study aims to evaluate the effect of sensory marketing and service quality on satisfaction, loyalty and repurchase intentions in this context.
The study used a correlational, non-experimental approach and collected data from 315 consumers. To evaluate the significance of the effect, the multivariate analysis was used. It integrates the SOR model and service-dominant logic in the theoretical framework.
The outcomes indicate that sensory marketing, based on visual, auditory, tactile, and olfactory components, has an effect on service quality (ß = 0.786; p < 0.001). Service quality has an effect on satisfaction (ß = 0.801; p < 0.001), loyalty (ß = 0.310; p < 0.001) and repurchase intention (ß = 0.289; p < 0.001). These outcomes highlight the valuable contribution of sensory marketing in explaining the quality of service, which ultimately influences satisfaction, loyalty, and continued food purchases at convenience stores.
This research provides practical insights for food convenience store managers, highlighting the significance of sensory marketing management and its crucial role in influencing customers' likelihood to repurchase.
